RETAIL MANAGER LEVEL 4
About The Course
The Retail Manager Level 4 apprenticeship equips learners with the advanced knowledge and leadership skills needed to effectively manage retail operations and drive team performance. Covering key areas such as customer experience, financial control, team leadership, stock management, and brand reputation, this programme prepares individuals to lead in fast-paced retail environments.
Delivered over 18 months, the apprenticeship combines on-the-job experience with expert guidance from our professional Skills Coaches. Learners will develop the confidence and capability to lead teams, make strategic decisions, and contribute to the success of the retail business.
Apprenticeship Details
📌 Apprenticeship Standard: Retail Manager Level 4
📌 Duration: 18 months
📌 Funding Band: £5,000
📌 End-Point Assessment (EPA): Highfield
📌 Delivery Model: Blended learning with workplace training and support from our expert Skills Coaches
📌 Progression: Prepares learners for roles such as Store Manager, Department Manager, or Area Manager
What Are Knowledge, Skills, and Behaviours (KSBs)?
The Knowledge, Skills, and Behaviours (KSBs) framework is a key part of apprenticeship standards. It ensures apprentices develop a well-rounded understanding of their role, gain practical expertise, and demonstrate the right workplace attitudes.
Click below to explore the full list of Knowledge, Skills, and Behaviours (KSBs) for the Retail Manager Level 4 apprenticeship 
Customer: Understand key drivers of customer journeys and how managing positive customer experiences increases sales, customer spend, and loyalty, impacting the business financially.
Business: Understand the vision of the business, its competitive position, and own role in delivering business objectives. Comprehend the market in which the business operates and its impact on the products/services offered.
Financial: Understand the key drivers of profitable retail performance, the relationship of forecasting to the retail calendar, and how to analyse and use information for forecasting. Recognise the impact of different types of costs on the business and how to utilise resources effectively.
Leadership: Know how to recruit, retain, and develop staff, and identify potential in people. Understand different leadership styles, how to lead various teams, and the benefits of coaching and mentoring to support team development.
Marketing: Understand the importance of brand and business reputation and how to analyse and utilise customer data to drive customer loyalty and sales.
Sales and Promotion: Understand the importance of product range, product positioning, and stock availability in driving sales.
Product and Service: Understand the principles of stock control, waste management, and how to mitigate risks in line with business requirements.
Technology: Understand the technology requirements of the business and how to manage them to achieve business objectives.
Legal and Governance: Understand the importance of legal compliance and ethical standards related to the retail industry.
Diversity: Understand how to work with and support people from a wide range of backgrounds and cultures.
Customer: Manage the customer experience, including online, ensuring the team delivers a positive experience that benchmarks favourably against competitors and meets customer service objectives.
Business: Lead the team to achieve and exceed business objectives through forward planning, analysis, and evaluation of own business area. Use sales and customer data to make sound and effective decisions to improve business performance.
Financial: Manage the overall performance of the team to achieve financial targets, ensuring effective use of resources.
Leadership: Lead and develop people to improve performance through coaching, mentoring, and setting clear objectives.
Marketing: Communicate sales targets and marketing objectives to the team, ensuring they are achieved.
Sales and Promotion: Maximise sales through effective product placement, stock availability, and promotional activities.
Product and Service: Manage stock control and waste in line with business requirements, ensuring products and services are available to meet customer demand.
Technology: Utilise technology to manage and improve business performance and customer experience.
Legal and Governance: Ensure the business complies with legal requirements and operates ethically.
Diversity: Promote inclusivity and respect for diversity within the team and the wider business.
Customer: Take overall accountability and responsibility for the customers’ experience. Make effective decisions by balancing the needs of the customer and the business.
Business: Demonstrate personal responsibility for the strategic direction and objectives for own area of the business.
Financial: Take ownership of financial performance, demonstrating commercial awareness and accountability.
Leadership: Act as a role model, setting high standards for the team and leading by example.
Marketing: Demonstrate a proactive approach to driving marketing initiatives and achieving sales targets.
Sales and Promotion: Show a commitment to maximising sales and meeting promotional objectives.
Product and Service: Exhibit a focus on ensuring products and services meet customer needs and business requirements.
Technology: Embrace and utilise technology to enhance business performance and customer experience.
Legal and Governance: Uphold the principles of legal compliance and ethical standards in all business activities.
Diversity: Foster an inclusive environment that values and respects diversity.
Entry Requirements
This apprenticeship is suitable for:
✅ Individuals currently working in a supervisory or team leader role within a retail environment
✅ Those responsible for managing staff, overseeing daily operations, and contributing to business performance
✅ Candidates with GCSEs (or equivalent) in English and Maths at Grade 4/C or above (Functional Skills support is available if not already achieved)
✅ Employees looking to progress into senior retail roles by developing their leadership, commercial awareness, and operational management skills
Employers may set additional criteria based on the needs of their business.
Eligibility Criteria
To be eligible for apprenticeship funding, learners must:
Be aged 16 or over Be employed in a relevant role for at least 30 hours per week Have the right to work in England and have been resident in the UK/EEA for at least 3 years (some exceptions apply) Not already hold a similar qualification at the same or higher level
Employers may set additional criteria depending on business needs. If you’re unsure about eligibility, get in touch with us for guidance.
Career Prospects
Upon completion of this apprenticeship, learners can progress into a variety of senior retail roles, including:
💼 Store Manager
💼 Department Manager
💼 Assistant or Deputy Manager
💼 Area or Regional Manager
💼 Visual Merchandising or Operations Lead
With experience, apprentices may also advance to higher-level qualifications, such as the Operations Manager Level 5 apprenticeship or Chartered Management programmes, opening pathways into senior leadership positions.
Employers: Why Upskill with the Retail Manager Level 4 Apprenticeship?
Upskilling your team with this apprenticeship is a smart investment in your business’s future. It helps develop confident, capable retail leaders who can improve performance, inspire teams, and deliver exceptional customer experiences.
✅ Cost-effective leadership development – £5,000 government funding available, with additional incentives for eligible employers
✅ Drive business results – Equip staff with the skills to lead teams, manage stock, control costs, and maximise sales
✅ Boost engagement and retention – Show your commitment to staff development and support internal progression
Ready to grow your next generation of retail leaders? Get in touch to find out how we can support your business.